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It wasn’t until the very end of 2016 — a year in which the company was forced to address the promotion of fake news stories on its platform — that founder and CEO Mark Zuckerberg even referred to Facebook as a “media company.”

In 2017, Facebook’s role as a disseminator of news will face even more scrutiny.

On Wednesday, four people in Chicago bound and gagged a man with special needs, then beat and tortured him — and they broadcast the whole thing on Facebook Live, allowing people all over the world to watch in real time.

The Facebook Live feature, which the company has been promoting in television ads and on billboards as a way to share fun or uplifting videos with friends, was now being used as a means to broadcast torture.